Oracle today announced new account-based marketing capabilities within the Oracle Marketing Cloud that help business-to-business (B2B) marketers increase lead generation, reduce sales cycles and improve conversion rates. By supporting the entire B2B buyers’ journey from acquisition and prospecting to closing new business, the new Oracle Marketing Cloud Account-Based Marketing capabilities enable B2B marketers to optimize targeting on paid media, more effectively engage target prospects and simplify data management and integration.

Account-based marketing can be extremely complex and difficult to scale as marketers often have to personalize interactions with multiple IT and business stakeholders during the deal cycle. In order to simplify the process and help marketers accelerate deal cycles and maximize revenue potential, the new Oracle Marketing Cloud Account-Based Marketing capability provides one of the industry’s largest sets of curated B2B account audience data for targeting on paid media through a new direct integration between Oracle Marketing Cloud and Oracle Data Cloud. Oracle Data Cloud has data on more than one million US companies and over 60 million anonymous business profiles. B2B marketers can now use this data within the Oracle Marketing Cloud to prospect for anonymous users based on account, online behavior and offline data such as past purchases or other behavioral data. The powerful insights delivered enable marketers to systematically drive account-based re-targeting, site and content optimization.

In addition, to empower B2B marketers to execute account-specific campaigns that increase conversion rates and decrease sales cycles, the new capabilities include unique account-based messaging that enables communications to be personalized at scale. Marketers can also easily append account data to new and existing leads, eliminating the need to present long forms for lead capture, while significantly improving data quality. The new account scoring and nurturing capabilities are powered by integrations with Demandbase and other Oracle Marketing AppCloud partners. It can be administered directly inside Oracle Eloqua, the Oracle Marketing Cloud’s marketing automation product.

“Account-based marketing can be very powerful, but it has always been unnecessarily complex for B2B marketers,” said John Stetic, group vice president of products, Oracle Marketing Cloud. “With the latest enhancements to the Oracle Marketing Cloud, customers will benefit from a simpler and more innovative approach to account-based marketing through new integrations, data services and expanded capabilities. B2B marketers will be able to more efficiently and effectively execute account-based marketing campaigns that demonstrate a clear ROI.

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